The European Commission announced on Thursday a fresh investigation into Google, the dominant U.S.-based search engine, over claims that its policies unfairly suppress certain news websites by treating them as spam in search results. This action targets how Google’s rules impact media outlets that incorporate content from commercial partners, such as sponsored editorials or paid promotional articles, which are standard revenue streams for many publishers. The probe operates under the EU’s Digital Markets Act (DMA), a 2023 regulation designed to promote fair competition and curb the influence of major online platforms across the 27-member European Union.
This development adds to a series of regulatory challenges for Google, which is owned by Alphabet Inc. Just last month, in September 2025, Alphabet received a €2.95 billion ($3.4 billion) fine from the Commission following a separate DMA investigation into anticompetitive practices in its advertising technology sector. That penalty stemmed from allegations that Google favored its own ad services, squeezing out competitors and harming advertisers. The current case reflects broader EU efforts to protect the struggling news industry from what regulators see as unfair treatment by tech gatekeepers, especially as traditional media faces declining ad revenues and competition from digital platforms.
The announcement comes amid heightened geopolitical tensions, including threats from U.S. President Donald Trump to impose economic sanctions, such as tariffs, on nations that pursue aggressive investigations against American technology companies. Despite this pressure, the European Commission is moving forward, emphasizing its commitment to enforcing digital rules independently to safeguard European businesses and consumers. This stance underscores the EU’s determination to regulate Big Tech, even as it navigates transatlantic trade relations.
Background on the Allegations and Policy in Question
At the heart of the investigation is Google’s “site reputation abuse policy,” introduced in March 2024, which aims to combat what the company describes as “parasite SEO” tactics. Parasite SEO refers to practices where third-party websites or content creators host promotional material on high-authority sites—like established news outlets—to exploit those sites’ strong search rankings and manipulate visibility in results. For instance, a news publisher might feature sponsored articles from a commercial partner, blending them with editorial content to generate income. Google argues this can mislead users and degrade search quality by prioritizing paid placements over genuine information.
However, publishers contend that the policy casts too wide a net, inadvertently penalizing legitimate business models. The European Commission’s monitoring has uncovered indications that news sites featuring such third-party content are being demoted—or even entirely removed—from Google Search indexes. This suppression reduces traffic to these sites, as Google drives the majority of online visits for many publishers. A key trigger for the probe was a formal complaint filed in April 2025 by German media company ActMeraki, which claimed the policy unfairly targeted websites relying on commercial partnerships for monetization.
Industry groups have amplified these concerns. The European Publishers Council (EPC), the European Newspaper Publishers’ Association (ENPA), and the European Magazine Media Association (EMMA) have publicly criticized the policy, arguing it stifles innovation and limits publishers’ ability to collaborate with third-party providers. They highlight that sponsored content is a vital lifeline for media outlets amid shrinking ad budgets and the rise of free digital alternatives. The Commission’s statement notes that this practice “appears to directly impact a common and legitimate way for publishers to monetize their websites and content,” potentially violating publishers’ freedom to conduct business and innovate under DMA guidelines.
Importantly, this investigation focuses on traditional Google Search rankings rather than emerging AI features. It excludes scrutiny of Google’s AI Overviews, the automated summaries that appear at the top of search pages and have been blamed for further diverting clicks away from original news sources. That said, related complaints persist; for example, Italy’s newspaper federation, FIEG, lodged a formal request earlier in November 2025 with national regulators to examine AI Overviews’ effects on readership and revenue. These parallel issues illustrate the multifaceted challenges publishers face in an AI-driven search landscape.
EU’s Stance and Details of the Investigation Process
European antitrust chief Teresa Ribera, who serves as the Commission’s executive vice-president for Clean, Just and Competitive Transition, voiced strong reservations about Google’s approach. We are concerned that Google’s policies do not allow news publishers to be treated in a fair, reasonable, and non-discriminatory manner in its search results,” she said in an official statement. Ribera further explained that the probe aims to prevent publishers from “losing out on important revenues at a difficult time for the industry” while ensuring Google’s compliance with the DMA.
The investigation will zero in on specific DMA provisions, including Articles 6(5) and 6(12), which require gatekeeper platforms like Google to provide transparent, fair, and unbiased access to their services for business users such as news outlets. Commission officials plan to assess whether the demotions stem from discriminatory application of the anti-spam rules, potentially restricting competition and harming the media ecosystem. To build its case, the probe will involve gathering detailed evidence, including data on revenue impacts from affected publishers and an analysis of how the policy affects search visibility across Europe. A senior Commission source, speaking anonymously, indicated that the team will quantify the “dent” in publishers’ earnings, focusing on real-world examples of traffic drops and lost ad opportunities.
The timeline is set for up to 12 months, allowing for a thorough review without undue delay. If violations are confirmed, penalties could be severe: fines up to 10% of Alphabet’s total global annual turnover for an initial breach, escalating to 20% for repeated offenses. This could translate to billions of euros, given Alphabet’s 2024 worldwide revenue exceeded €300 billion. The DMA also empowers the Commission to mandate behavioral remedies, such as policy revisions or enhanced transparency in ranking algorithms, to restore fair access. This probe joins other ongoing DMA cases against Google, including ones related to self-preferencing in vertical searches and restrictions on app developers steering users outside its ecosystem.
In the broader context, the EU views this as part of a proactive strategy to support a diverse media landscape. Regulators have noted that news publishers in Europe already operate under financial strain, with many facing closures due to digital disruptions. By challenging Google’s policies, the Commission hopes to foster a more equitable digital single market where smaller players can compete effectively.
Google’s Response and Defense of Its Policies
Google wasted no time in rejecting the allegations, labeling the investigation “without merit” and a potential threat to user experience. In a detailed blog post, Google Search chief scientist Pandu Nayak described the probe as “misguided” and warned that it “risks rewarding bad actors and degrading the quality of search results.” He emphasized that the anti-spam policy is crucial for maintaining trustworthy outcomes, combating “deceptive pay-for-play tactics” where sites disguise promotions as authentic content to game rankings. Nayak pointed to a recent German court ruling that upheld the policy as “valid, reasonable, and applied consistently,” dismissing a comparable challenge from a local publisher.
The company defended its measures as essential for protecting millions of European users who rely on Google Search daily. Google Search is built to show trustworthy results,” Nayak wrote, adding that any interference could make the service “less helpful for European businesses and users.” Google also critiqued the DMA’s overall impact, claiming it has already complicated operations and reduced search utility in the region. The tech giant committed to cooperating with the investigation but vowed to vigorously defend its practices, which it insists treat all websites equally without targeting news publishers specifically.
From Google’s perspective, the policy addresses a genuine problem the proliferation of low-quality, manipulative content that erodes trust in search. Examples include sites hosting unrelated sponsored posts solely to boost SEO, which can confuse users seeking reliable news. By demoting such content, Google aims to prioritize high-quality, original material, benefiting both consumers and ethical publishers in the long run.
Broader Implications for Publishers, Tech Regulation, and the Digital Economy
This investigation highlights the delicate balance between combating online manipulation and preserving legitimate monetization strategies in the digital age. News publishers, particularly in Europe, depend on search traffic for up to 40-50% of their audience in some cases, making any demotion a direct hit to ad sales, subscriptions, and overall viability. The media sector has been grappling with a perfect storm: plummeting print revenues, fragmented digital ads, and now algorithmic changes that favor tech platforms over content creators. If the probe results in policy adjustments, it could open doors for more flexible sponsored content without fear of penalties, potentially stabilizing publisher finances.
Conversely, Google and its supporters argue that easing restrictions might encourage more abuse, flooding search with subpar content and eroding user confidence. A successful challenge could set precedents for other gatekeepers under the DMA, like Meta or Amazon, prompting wider reforms in how algorithms handle commercial partnerships. For the EU, this case reinforces its role as a global leader in tech regulation, influencing policies worldwide—from Australia’s News Media Bargaining Code to U.S. antitrust debates.
Ultimately, the outcome could reshape how Europeans access information online, ensuring that search engines serve as neutral conduits rather than gatekeepers that dictate business survival. As the 12-month probe unfolds, stakeholders on both sides will watch closely, with potential remedies aiming to create a fairer playing field for the news industry amid evolving digital challenges.
